Kvetching Online
The Harris Poll released some data recently on use of social media to criticize or compliment brands.
They found that one-third of US adults use social media to air their feelings, positive or negative, about a company, brand or product. Within that group the percentage of complainers and complimenters are roughly equal … a bit of a pleasant surprise to me. I would have expected complainers to have a bit more “fire in the belly” motivating them to kvetch.
Overall, these results are just one more reminder that “word of mouth” is king when it comes to marketing these days … and social media are making it easier and easier for consumers (donors) to speak out.
Focusing on the positive side, with a quarter of US adults indicating that they’ve complimented or recommended a brand online, it’s worth some hard thought about how you can get your members and donors to reach out on your organization’s behalf.
At first blush, one might be tempted to emphasize need — i.e., asking current supporters to trumpet the need or situation that requires additional support. But my gut says something different — give your supporters an accomplishment (ideally in story form) to take pride in (because they helped make it possible) and ask them to pass that story along.
Times are tough out there … and I think most people are a mood where they’re looking for — and want to part of — successes. Effectiveness.
In any event, “dire need” versus “success at meeting need” is a testable proposition. Try it.
Tom Belford
Behavioral Science Q & A
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